Recently in the area of the information environment, there are lively discussions about search 2.0 which is representative of the next generation search services. In this study, we divide information search model into matching and linking models according the developmental stages. Therefore, on the one hand, we analyze the background, main concepts, related attributes and cases of the next generation search services and the other, we identify the representative keywords by the group analysis of various attributes and cases of it. The result shows that the main keywords such as social search, artificial intelligence and semantic search, and relation/network based search are representative of the search 2.0.